Simply posting that you didn’t intend to infringe on their copyright does not negate the fact that you are, in fact, infringing on their copyright. It’s not a legal loophole or workaround that you can use to post someone else’s content.

Here’s the exact scenario with a different thing other than a video: It’s basically like someone stealing from you and then saying they didn’t intend to steal from you.

I think you’d agree that they are still stealing from you whether or not they SAY that they didn’t intend to. It’s the exact same scenario: Someone who copyrights something owns that thing and has the right to distribute it however they want… no different than the money in your wallet. (I realize that copyrighted videos and money don’t feel like the same thing but they are. They’re both assets).

So, if you truly don’t intend to infringe on copyright then don’t post content that was created by someone else.

In a post I wrote yesterday about the impending death of television and the rise of online video, I suggested that one of the overlooked reasons that we’re moving to online video is that the content is shorter. It fits into our day. Yes, the other arguments are valid (we can watch what we want, when we want, on whichever device we want) but we can’t ignore the fact that a 30 or 60 minute show doesn’t necessarily fit with our schedule… but we still want to be entertained. Shorter videos are attracting us away from television and filling our downtime with entertainment opportunities.

There is HUGE, HUGE opportunity in video, both now and into the future. If you are looking to create content — regardless of whether this is information or entertainment — video is a place you can carve out a space for yourself.

But how do you monetize your video content? Here are the two standard monetization models for video that are well-known and frequently used, plus a third model and fourth model that I think are still in the early stages and we’ll see more of in the future. (And I should point out here that I’m talking primarily about entertainment-type videos rather than informational videos, although I realize that the line is pretty blurry).

So here are the four video monetization models that are pretty popular right now:

1. Place ads in your videos

I think this is the default model for new video producers because YouTube makes it so easy to do this. Just create a video, allow advertisements to display, and earn money from the ad. There are YouTube success stories that make this an attractive model for anyone.

Actually, it’s not that different from traditional television monetization models — either a commercial precedes the video or a clickable ad overlays over the video for part of the video. In fact, the networks that post their full episodes to their websites also use commercials, in the traditional sense, inside their videos.

2. Use your entertaining videos to sell something

If you have a product or service to sell, you can create an entertaining video that people will watch — which subtly (or not so subtly) promotes your brand as people watch.

I have two examples. The first example is a little more overt — Super Bowl commercials. They are high quality productions that people intentionally watch to be entertained and good ones are talked about for years to come. (I still hear people talking about Apple’s 1984 commercial). I just recently posted about Radio Shack’s surprisingly excellent Super Bowl commercial. Those are overt because they ARE commercials.

But there’s also the slightly more subtle (and perhaps more powerful) videos that are true “television shows” in their own right, and yet are created for a commercial purpose. The best example I know of are the BMW commercials. (Search for them on YouTube if you’ve never seen them). The entire series is excellent.

And here are the other two models that were inevitable but are still in the early stages and offer a lot of promise to producers that can use them well.

3. Sell your videos

If you create video content, you can put it behind a paywall and sell access to it. Infomarketers do this already but now we’re seeing entertainment companies do this as well. The best example I’ve seen is Netflix, which has resurrected itself from the ashes to become more than just a paid aggregator of video… they are actually producing their own video entertainment now!

4. Get promotional support and include product placements

This one is the newest and most untried of the four models (at least in online video). I think this is partly because companies just don’t know what kind of ROI they can get from this.

But I recently saw one series (produced right here in Winnipeg — awesome!!!) that is very well done. The show is entertaining, there’s a decent storyline, and the brand placement is present but not silly or overwhelming. The series is called Wind City and it’s a 6-part series of videos that have a storyline but also integrate brand advertising into the show. I think it’s actually a pretty cutting-edge attempt at this business model. Even if you don’t love the show or Winnipeg, you should check out Wind City on YouTube for a bit of entertainment and to see their business model at work.

SOME FINAL THOUGHTS

Some of the monetization models above are being used well already for informational videos. But as entertainment videos increase in number and variety and quality, we’ll see more of those become monetized in these ways.

I’m not saying that TV will disappear completely, nor will it vanish any time soon (a belief supported by an optimistic report from Forrester) but TV viewership is declining and will continue to decline because it is being replaced by other forms of video entertainment. Basically, you can watch a bunch of stuff online (free on YouTube, especially if you’re not too picky, or paid through a service like Netflix, or direct from networks who post full episodes on their sites).

Heck, the only reason I still watch TV and subscribe to cable is because some of the stuff I watch isn’t available on the web (specifically NASCAR — I love NASCAR) and I own a big TV. For all other entertainment, it can be watched on a laptop, tablet, or smartphone.

The conversation is usually centered around the following benefits:

The entertainment is on-demand instead of when it is broadcast

Viewers aren’t stuck to whatever channels their cable-provider gives them

You end up paying very little or nothing at all, compared to cable or satellite

Shows can be watched without commercials (or with commercials fast-forwarded) to reduce or eliminate sales pitches

But I think there’s something else missing from the conversation when we talk about how online video is replacing television as a medium of entertainment. I think there is an overlooked benefit that people love but maybe don’t realize they love.

It’s this…

Television shows are half an hour or an hour long. All of them. Even shows that are longer are chopped into two-parters.

But I don’t always have thirty or sixty minutes to watch a show. Even if I fast forward through the commercials in my PVR, I don’t always have 25 minutes or 50 minutes to watch a show. Sometimes, I have 5 or 10 minutes and I want to be entertained.

THAT is the overlooked value of online video content. It’s sometimes provided in smaller, digestible pieces, allowing you to watch what you want, when you want… for as long as you have.

I’m not just talking about chopping up an hour long show into 10-minute segments from one commercial break to another (which is how I watched the show The $treet on Youtube). I mean that video producers are starting to produce good content in shorter segments. They’re breaking away from the half-hour and hour-long formats of television and providing viewers with whatever length of show that fits their needs. 20 minutes? 15 minutes? 10 minutes? 5 minutes? 2 minutes? Whatever time you have, there’s something on YouTube to entertain you.

Here’s an example of a great video that is 4 minutes and 39 seconds long. Short, digestible, yet entertaining. (And very well produced, to boot).

There are tons of these kinds of things on YouTube — short videos of varying length for every taste and interest and genre preference. You can get whatever you want to fill the time you have.

I think this is the secret killer of television. Yes, there is the convenience factor of watching something any time on any device whenever you want. Those are relevant arguments. But the one we’re overlooking is length of content — we’ve broken away from the 12 and the 6 on the clockface.

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels.